iZon Eyeglass Lenses
Comprehensive, integrated professional and consumer marketing
The innovators behind iZon Eyeglass Lenses, Ophthonix was a VC-funded start-up that is now a national success story. Their proprietary wave-front guided technology gives patients truly customized eyeglass lenses that allow high definition vision. Burdette Ketchum launched the brand and continues to grow with Ophthonix.
At launch, Burdette Ketchum deployed a trade strategy that leveraged Ophthonix's challenger brand proposition. The confrontational – but diplomatic – brand was crafted to not just launch a product but to launch conversation in the trade about a new breakthrough. When Ophthonix was ready to launch iZon as a consumer brand, Burdette Ketchum developed an integrated test-market program first launched in Austin, Texas that was then “rollable” to other regions or a national marketplace.
With the help of Burdette Ketchum's brand, marketing strategies and working partnership, Ophthonix achieved distribution of its technology from its original southern California test market to national distribution within four years. It has changed the way in which practitioners prescribe eyeglass lenses, and has established a new standard of quality in vision correction.